INDEX
1. Curriculum Vitae 2. Gallery 2.1. Beijing 2008 Olympiade Torch Design Competition,Beijing, People Republic of China, the dancing dragon 2.2. lava, mobile cafe/shop. 2.3. Hong Kong Design Institute Logo Design Competition 2.4. cartgo, cart-shelter 2.5. madame tjhing, chair design 2.6. Beijing 2008 Olympic Games Medal Design Competition, Beijing, People Republic of China, the dancing cranes on the China sky, the warm greeting from Beijing, China to the World, 2.7, eternity, lure, jewellery set design. 2.8. odysseus, spring-summer men's 2007 2.9, priceless, no label, poster. 2.10. the secret garden, pasta design. 2.11. sale, wall graphic art 2.12. cuttie- letter opener, li-lo, lili and lolo- salt and pepper container/message holder. 2.13. postcard campaign series for children in poverty. 2.14. harem, outdoor furniture. 2.15. medusa, atmospheric- phosphoric light. 2.16. U.F.O, OLED ceiling light 2.17. Design collection 2007- furniture. 2.18. Idea DNA, Portoroz Piran Advertising Ideas 2.19. Blue sky included, Portoroz Piran Advertising Ideas. 2.20. Orbit 360 degrees, speaker. 2.21. Fito- Fiat 500 mascot. 2.22. Candy bar, mobile phone. 2.23. The Node, multi function transit point. 2.24. the wave, the autumn fusion and, hide and seek, new Corian wall. 2.25. AIDS kills, postcard art. 2.26. AIDS kills, AIDS is not brand, visual communication design. 2.27. Design 21 social network logo. 2.28. Domus Academy "Brand Extension Competition”. 2.29. the shadow, public art. 2.30. the monster, 3D puzzle toys. 2.31. the seal of love, pendant. 2.32, the sea of love, glass. 2.33. the shadow of love, candle holder. 2.34. ego, city smart car. 2.35. the bund, breakfast ceramics set. 2.36. heat issues, eco- campaign. 2.37. sketches.
Banyuwangi, East Java, Indonesia 24 July 2006, 23 August 2006, 06 December 2006, 08 January 2007 Widianto UTOMO, designer 49 Imam Bonjol Banyuwangi 68416 Indonesia Telefax + 62 333 424 608 widianto@yahoo.com www.geocities.com/widianto/wutomodesign.html www.widiantoutomo.blogspot.com
1.Curriculum Vitae >>Curriculum Vitae <updated on 06.12.2006><< >PERSONAL data Name: Widianto UTOMO (Go) (M) (given- family- (Chinese family name) Birth- place-day: Malang (East Java)/ 21 August 1972. Nationality: Indonesian Languages: Indonesian, English, (French, and Mandarin). Contact: Home country address: 49 Imam Bonjol, Banyuwangi 68416, Indonesia. Tele-fax (h): +62 333 424 608. E-mail: widianto@yahoo.com URL: www.geocities.com/widianto/wutomodesign.html URL: www.widiantoutomo.blogspot.com >EDUCATION 2000. Bachelor Interior Architecture, University of New South Wales, Sydney, Australia, 1997- 1999, Graduation in May 2000, Honour Class 2 Division 1. 1994, Diploma of Interior design, Universitas Kristen Petra, Surabaya, Indonesia, Architecture and Interior Communication Education Program (PPKAI) 1991-1994, Graduation in November 1994, GPA: 3.2. >SCHOLARSHIP 1991-1994 Academic Scholarship- tuition, Petra Christian University, Surabaya, Indonesia >ACADEMIC design projects April- October 1999,
Graduation Project: Hot Spot Café- MCA Café Sydney (and the whole remaining ground floor of the MCA stage II), on the ground floor of the new extension of Museum Contemporary Art, Sydney, Australia, an interior total design (including design identity). 1994, Graduation Project: Petra Christian University, interior total design proposal for the Main Lobby of Shangri-la Hotel, Surabaya, Indonesia (based on the actual plan). >>ACADEMIC research paper projects/ exposure 2005, -April,International on line Conference: Urban Design in Contemporary Society, www.archiport.it , www.archiport.it/utomo.htm , Italy, "Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being". www.planum.net/diap/download/nl-jul_05.pdf
www.diap.polimi.it/allegati/Newsletter%20Internaz.%20Diap/newsletter_n %202.pdf
2004, -December, 2nd ed. Convivio web-zine (Winter 2004- issue 2), http://www.convivionetwork.net, http://webzine.convivionetwork.net , Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being"-position paper. -October, Generative Art 2004, Milan, Italy, "Transit Space: nomads mobile place. An urban nomads lifestyle evolution"_ www.generativeart.com/papersGA2004/b2.htm www.generativeart.com/papersga2004/index_2004_proceedings.htm l -October, online publication TeknoKultura Vol. 4, http://teknokultura.rrp.upr.edu, http://teknokultura.rrp.upr.edu/Teknosphera/utomo/UTOMO_RES.htm http://teknokultura.rrp.upr.edu/rev_31_01_05/Teknosphera/utomo/UTOMO %20RES.htm
University of Puerto Rico/ Universidad de Puerto Rico, "Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being". -August,Transit Space: nomads mobile place. An urban nomads lifestyle evolution. -May, The Creative Partnership in the New Made in Italy, Domus Academy, Master in Business Administration and Innovation Competition, "Alessi-Sony, New Strategic Business Alliance Scenario"
-March, The 7th L'Oreal Art and Science of Colour 2004, Japan, "Light, Colour and Jellyfish" -March, Short Stories Competition, Laval Virtual, France,"Future Museum= Virtual Museum = Contemporary Art?, Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being". 2003, -March, Bamboo as bamboo, a brief introduction of bamboo as bamboo, Indonesia bamboo and bamboo in design context. On the occasion of Toys from Bamboo and other Materials, 1st Chinese UNESCO Creativity Workshop, Anji, Zhe Jiang province, People Republic of China, UNESCO Germany- Spielmittel.de -February, Epson Trends Design Research, Milan, Italy, "Envy". 2002, -November, Use(r) Conference, Centro Português de Design, Lisboa,Portugal, "Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being" (accepted paper submission). -September, Generative Art 2002, Milan, Italy, "Future Museum= Virtual Museum = Contemporary Art? " (accepted paper submission). -August, International Bauhaus Award 2002, Bauhaus Dessau Foundation, Dessau, Germany, "Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being". 1999, -July- October, A new image for the Museum of Contemporary ArtSydney A place of art or a place for art?, Bachelor Interior Architecture Dissertation, The University of New South Wales, Sydney Australia. >WORK experience 1997, January - February, working experience at Ferry and Associates Pty. Ltd., Kent Street, Sydney 2000, Australia, alteration interior designs project for the Tea Gardens, C.C. and R.S. Club (R.S.L), at Yalinbah St., Tea Gardens, New Castle, NSW, Australia,responsibility including: making sketches and design, utilising DRC-AutoCAD 12 and manual drawing. 1994, -Freelance designer, design sketches for Tunjungan Crystal Hotel (Hotel Tunjungan, Basuki Rahmat Str., Surabaya) for PT Arsitra, Surabaya, Indonesia, responsibility including: sketches design for
lounge and restaurants furniture, flooring patterns, receptionist counter, ceiling design, stained glass pattern design, bar stools. >WORKSHOP 2003, -2-16 March 2003, Toys from Bamboo and other Materials, 1st Chinese UNESCO Creativity Workshop, Anji, Zhe Jiang province, People Republic of China, UNESCO Germany- Spielmittel.de (travel cost partially funded by the event sponsor). >PROJECTS >>Design collection 2006, -March, Furniture 2007 collection, chair design, furniture design proposal for Magis, Ligne Roset. 2005, -September, furniture design proposal for Driade, Cappellini, Magis, XO, B&BItalia, Baleri Italia, Ligne Roset, Soca, Minotti, Alias, Fasem, Moroso, Kartell, Knoll. -June, design proposal for Alessi, Italy, "mi-mi", chopsticks holder and stand, "the jaws", letter opener. -June, design proposal for Koziol, Germany, "mi-mi", chopsticks holder and stand, "the jaws", letter opener. -March, design proposal for Magis, Italy, Made in Europe-home-small items. -March, design proposal for Koziol, Germany, Made in Europe-homesmall items. -February, design proposal for Cappellini, Milan, Italy,"ballo dello swan", tea container,"b(eau)", water/liquid container. -February, design proposal for Iittala, Finland,"ballo dello swan", tea container,"b(eau)", water/liquid container. -January, design proposal for Alessi, Italy,"tom-tom", integrated coffee maker. -January, design proposal for Koziol, Germany,"billy",milk bottle cap + light. -January, design proposal for Goods-the Netherland, "b(eau)" china water/liquid container. 2003, -October, December, pen graphic design- design proposal for Acme Studio, USA.
-May-July, design 2004, Morpheus (multiple projects- design proposal for Cappellini-Italy and Ligne Roset- France), furniture (chair) and lighting design (table lamp), concept design. 2002, -September-October, Kul-Kul, multiple projects for Pier 1, San Francisco- USA (in association with PT BDA, Bali, Indonesia), home (living, bath, kitchen) and garden accessories, concept design. -May, Spiro (multiple projects- design proposal for Cappellini-Italy and Ligne Roset- France), furniture (chair) and lighting design (floor lamp), concept design. -April, Allure (single project- design proposal for VenturaSwitzerland), automatic wristwatch design concept. 2001, -July, Spring- Living, (design proposal for UMBRA, New York), furniture (chair, coffee table, and mobile storage), lighting (floor and table lamp), and object (picture frame, paper weight, vase and table clock) design, concept design. >>Design competition by invitation 2004, -May, Next Generation Camera, Aedo-to and JVC-Japan, Milan, Italy,"valeo", digital video camera. >>Design competition (recent and selected) 2006, -November, Macef Design Award 2007, Ceramics for breakfast, Design Boom- Macef, Milano, Italy, "the bund", breakfast ceramics set. -November, Concours design Peugeot, Peugeot, France,"ego", city smart car. -November, Heart of Venice, Venice, Italia,"the seal of love", pendant,"the sea of love", glass,"the shadow of love", candle holder. -November, Playing design-Premio Lissone Design, Milano, Italy,"the monster", 3D puzzle toys. -November, Belluard Bollwerk International, Switzerland,"the shadow", publ -August, Design 21 social network, logo competition, UnescoFelissimo. -August, What’s your recipe to change downtown? Lower Manhattan Cultural Council, New York, USA,"AIDS kills, AIDS is not brand", visual communication design, "clio", street/domestic furniture. -August, Enough visual communication, Trama Visual A.C. from Mexico, the Comision de Derechos Humanos del Consejo
Deliberante of the city of Rosario, Centro de Diseno / Rosario, Argentina,"AIDS kills", postcard art. -August,Chinese Element, Chinese Element International Design Competition, the China Advertising Association, China,"chic chinois poster","urban nomads poster", visual communication. -August, The Skin of Corian, Corian- Design Boom, Milano, Italy,"the wave","the autumn fusion","hide and seek", new wall. -August, 500 wants you, Fiat- Design Boom, Milano, Italy,"candy bar", mobile phone,"the node", multi function transit point. -August, 500 wants a mascot, Fiat, Milano, Italy,"fito", mascot. -August, JVC Spherical Speakers System, JVC-Aedo to, Milano, Italy,"orbit 360 degree", speaker. -August, Portoroz Piran Advertising Ideas Awards, Slovenia, "Idea DNA","blue sky included", visual communication poster. -June,International art prize "a menu for la Colomba", Venezia, Italy, drawing. -May, OLED design contest, Italy,"U.F.O", OLED ceiling light. -May, Progetti di Luce 06, Editrice Habitat srl, Milano, Italy, "medusa", atmospheric- phosphoric light. -April, 1 Premio de Exterior Gandia Blasco, Valencia, Spain,"harem", outdoor furniture. -April, Ideas that matter, Sappi paper, Hong Kong, postcard campaign series for children in poverty. -April, Kokuyo Design Award, Tokyo, Japan, "cuttie"letter opener,"lilo, lili and lolo"salt and pepper container/message holder. -April, Diesel Wall 06, Milano, Italy, "sale", wall graphic art. -April, Food Design, Milano, Italy,"the secret garden", pasta design. -April, Quanto project-International Graphic Competition, Venice, Italy,"priceless", "no label", poster. -March, Andam- Competition 2006, Association Nationale pour le Developpement des Arts de la Mode, Paris, France, "odysseus", spring-summer men's 2007 collection (including watches, shoes, bags, sun glasses). -March, Premio Design 2006 "Geometrichemozioni", Trissino, Italy,"eternity", "lure", jewellery set design. -February, Beijing 2008 Olympic Games Medal Design Competition, Beijing, People Republic of China, "the dancing cranes on the China sky","the warm greeting from Beijing, China to the World", medal,ribbon, presentation box, and diploma. -February, Promosedia International Design Competition- Caiazza Memorial Challenge, Italy, "madame tjhing", chair design. -February, Shelter in Cart, Design Boom, Milano, Italy, "cartgo", cartshelter.
-February, Hong Kong Design Institute Logo Design Competition, Hong Kong. -February, JCD International Design Competition for Youth 18-35, Japan, "lava", mobile cafe/shop. -January, Beijing 2008 Olympiade Torch Design Competition,Beijing, People Republic of China,"the dancing dragon". 2005, -November, Transformer-Opos 2006,Milano, Italy,"light me", selfpower light. -October, International Design Competition, Osaka, Japan,"stardusk", eco light for home and on the move. -September, Formica- Then now and next contest, USA," the hunter","the mystery","the monster ", graphic motives for print on demand. -September, Tokyo Midtown's Symbol Mark and Logo Design Competition, Tokyo, Japan. -September,Advanced Architecture Contest, Barcelona, Spain,"plexus", the eco-smart pod, self-sufficient single housing. -September, Concorso Internationale di Idee Living Box, Italy, "the block", prefabricated house. -August, Creative Competition Masterfile/Golden Drum, Slovenia,"city of Piran tourism poster", tourism poster series. -August, T-SHIRT NéERLANDAIS Competition, Droog design, Amsterdam, the Netherlands. -August, Tamga International Competition of Trademarks & Logotypes, Novosibirsk, Russia," Gaddafi International Foundation for Charitable Associations logo". -August, Diesel Wall 05, Berlin, Germany, "a matter of choice", "the maze", wall graphic art. -May, Concours du Chateau Royal de Quierzy, Arts et Culture d'Europe, Choisy-le-Roi, France,"lollipop","hop_per", bird feeder design. -May, VAM - MADRID procesos, Madrid, Spain,"scent of life", public space art. -May, Torino Olympic City, Illustration Competition, Milano, Italy. -May, Reeko Design Award 2005, Germany, "nana","roby", clip/ bookmark/ clothing peg. -April, Promosedia International Design Competition- Caiazza Memorial Challenge, Italy, "aria", small chair. -April, Interferencia Project, Barcelona, Spain, "dream catcher", public space art.
-March, Safety Frame Dainese 05- Dainese, Aedo-To, Milano, Italy, " x-trail", sport and lifestyle glasses -March, United Nations-International Year of Deserts and Desertification logo competition, UNCCD, Bonn, Germany. -February, Young and Design 2005, Rima Editrice, Milan, Italy,"ombra nell'aria". -January, Sky Office, office system for Tour Sans Fins, New Italian Blood, Italy, "sans fins", office work station system. -January, Diesel Wall 05, Milano, Italy, "fly me", "love me not", wall graphic art. -January, REAL13-Eating Anywhere, Milan, Italy,"peel2eat", "drink by the air", airlines cutlery from recycle/recycleable aluminium sheet, outdoor water/coffee/tea container made from recycle/recycleable aluminium. -January, Salomon Snowboard's Artwork Contest '05, France, "penguin intervention","penguin invasion". 2004, -November, Macef Design Award 2005, REthink + REuse, MacefDesign Boom, Milan, Italy, "billy", milk bottle cap+light. -November, Gaddafi International Foundation for Charitable Associations logo competition, Tripoly, Libya. -November, WHO-Commission on Social Determinants of Health logo competition, Geneva, Switzerland. -November, International Design Competition, Osaka, Japan,"the nomads","the nomads-companion", smart suitcase, smart PDAtoiletries. -October, Espresso-space/time of coffee cafe competition, IllyDomus, Milan, Italy, "espresso dall' aria", total concept espresso cafe. -October, 2nd Beck's Prize Competition, Beck-Design Boom, Milan, Italy,"the shop", beck's kiosk. -October, Fabdesign-Unesco, Paris, France,"b(eau)", water/liquid container. -October, Twinings Design Competition, Milan, Italy, "ballo dello swan", tea container. -September, VIVA Competition, Fabrica/Benetton,Italy,"atala",lebanese cedar tree sculpture. -August, Design for Chunks- Virgin Atlantic Airlines, United KingdomNSW, Australia. -August, Utopia 2.0, Travel in a sustainable world, Saint Etienne, France,"the nomads","the nomads-companion", smart suitcase, smart PDA-toiletries. -August, Repere Olympique-A symbol for Paris 2012, Paris, France, "rosee flottante".
-August, Healing and energy, new modern style system bathroom, Wako-Aedo to, Milan, Italy, "alegria", total concept bathroom interior. -July, Public Art Project Competition 2005, Madrid Abierto, Madrid, Spain, "darse la gran vida", public art sculpture. -July, Wooden Small Chair Competition- Next Maruni, Designtope, Japan,"kora", transformable chair= chair-table-tatami+table. -June, International Festival of Humor in the Prevention of AIDS and STD, Brasil. -June, Official Event Poster, FIFA World Cup 2006, Germany. -June, Concorso Design and Innovazione, ADI-Dyson Innovation Design Award, Milano, Italy,"tom-tom",integrated coffee maker. -May, Timex 2154- The Future of Time, Core77- Timex, "camaleon", smart wearable watch. -April, Light in the Wind, Aedo-to, Milan, Italy, "maya", "ombra nell'aria". -March, Diesel Wall, Premio di Arte Temporanea, Milan, Italy, "ec'cetera". -February, Lunetier du Jura 2004, France, "velum", seamless active wear glasses. -February, Il Mobile Significante- Elemento di Arredo Portatore di Valori e Significati, Italy,"gioco", chaise lounge- bench/easy chair. 2003, -November, Porada International Design Award 2003, Porada- Polimi, Milano, Italy, "gioco", chaise lounge- bench/easy chair. -August,THE FUTURE OF GLOBAL BRANDS, Vision exercises against a mediocre destiny, International Strategic Design Competition,Design Village and McCann-Erickson, Milan, Italy, "Benetton, Philips, and Volvo". -May, Torino 2006 Olympic Mascot Competition, Torino, Italy, "leonardo". -April, Concours Maroquina, Cadalen, France, "duo", fashion and accessories design made from leather (vest, ring, bracelet and necklace for men). 2002, -November, Jan Ken Pon, Hand to Mouth, 2nd Gifu World Design Competition, New York, USA, "ba-ba", compact bowl system for cooking, eating and drinking, including a saucer, and "cao-cao" disposable chopsticks.
-November, Lineapelle Spa- Aedo- to, online design competition, Milan, Italy, "duo", fashion and accessories design made from leather (vest, ring, bracelet and necklace for men). www.aedo-to.com/ita/agora/project/lponline/paginab.html -April, Premio Macef Design, Milan, Italy, "duke", fabric clip. -March, Rocking Chair, Design Boom and Sotheby's, Milan, Italy, "manchu", rocking chair+ smart lighting+ storage. 2001, -December, Gold Virtuosi 2002, World Gold Council, "trailokyavijaya"- "Kama, Rupa and Arupa" (necklace, bracelet and earring) a suite of jewellery. -August, Citrix Future Award 2001, IT Visions- Mobile Communications Devices of the Future, Unterschleibheim, Germany, "infino" mobile digital- phone/watch. -June, 1st Andreu World's Design Contest, Valencia, Spain, "willie" metamorphosis the next phase, a seat. -February, Coram Design Award 2001, Coram International B.V, the Netherland, "pupa"- smart shower tube. www.coram.nl/designaward/inzending/2001/html/107.htm -January, BraunPrize 13th, Braun GmbH, Germany, "ego". >DESIGN selections and awards 2006, -October, Purchase prize, Art Prize A MENU FOR COLOMBA / Premio d'Arte UN MENU PER LA COLOMBA, Venice, Italy. -June, "cartgo" shortlisted project in the "shelter in a cart" International Design Competition, Design Boom, Milan, Italy. http://www.designboom.com/contest/winner.php?contest_pk=10 2005, -June, 6ème place at the prix du Concours du Chateau Royal de Quierzy, Arts et Culture d'Europe, Choisy-le-Roi, France,"lollipop ", bird feeder design. www.chateauquierzy.org/index.php? fonction=manifs&page=mangeoires -February, "the shop" shortlisted project in the 'beck's bar' International Design Competition, 2nd Beck's Prize Competition, Beck-Design Boom, Milan, Italy. www.designboom.com/contest/winner.php?contest_pk=5 -February, selected projects, REAL13-Eating Anywhere, Milan, Italy,"peel2eat"," drink by the air", airlines cutlery from
recycle/recycleable aluminium sheet, outdoor water/coffee/tea container made from recycle/recycleable aluminium. www.real13.it/select.htm www.aluplanet.com/eng/galleria_immagini_o.asp?idcat=115&p=2 www.aluminiumnet.net/eng/galleria_immagini_o.asp?idcat=115 www.constructal.it/eng/galleria_immagini_o.asp?idcat=115&p=2 2004, -September, 2nd prize, The Creative Partnership in the New Made in Italy, Domus Academy, Master in Business Administration and Innovation Competition, "Alessi-Sony, New Strategic Business Alliance Scenario" -June, 2nd prize, Light in the Wind, Aedo-to, Milan, Italy, "ombra nell'aria". 2003, -October: selected for the first stage selection.THE FUTURE OF GLOBAL BRANDS, Vision exercises against a mediocre destiny, International Strategic Design Competition, Design Village and McCann-Erickson, Milan, Italy, "Benetton, Philips, and Volvo". -October- preselected work/prototype, Concours Maroquina, Cadalen, France, "duo", fashion and accessories design made from leather (vest, ring, bracelet and necklace for men). -January, the selection list, Lineapelle Spa- Aedo-to, digital design exposure, Milan, Italy, "duo", fashion and accessories design made from leather (vest, ring, bracelet and necklace for men). www.aedo-to.com/ita/agora/project/lponline/paginab.html 2002, -June, finalist/prototype, Premio Macef Design, Milan, Italy, "duke", fabric clip. 2001, -May, 2nd stage submission/prototype, BraunPrize 13th, Braun GmbH, Germany, "ego". -March, finalist, Young and Design 2001, Rima Editrice, Milano, Italy, "dodo", easy chair. www.designengine.com/photorealchairs/chairs01.html >EXHIBITIONS (published) 2006, -October,22nd to the 26th October 2006, La Fondadazione Bevilacqua La Masa in St. Bevilacqua Piazza San Marco Square, Premio un menu per la Colomba, Venezia, Italy. 2005,
-September, 17-18, Concours des Mangeoires a Oiseaux- Arts et Culture d'Europe, Chateau Royal de Quierzy, www.chateauquierzy.org , Choisy le Roy, France. -April, 2005 Milan Furniture Fair (13-17 April), Mangiare Ovunque, Fondazione Industria, via Gaspare Bugatti 7, Milano (zona Tortona), Italy. -April, 2005 Milan Furniture Fair at the Superstudio 13 (April 13-18) via Forcella 13 / via Bugatti 9, 2nd Beck's Prize Competition, BeckDesign Boom, Milan, Italy. 2004, -November, Biennale Internationale Design Saint Etienne 2004, Ecole des Beaux-Arts de Saint-Etienne, Saint Etienne, France. 2003, -March, The Bamboo Museum, Toys from Bamboo and other Materials, 1st Chinese UNESCO Creativity Workshop,Anji, Zhe Jiang province, People Republic of China. 2002, -November, Biennale Internationale Design Saint-Etienne 2000, Ecole des beaux-arts de Saint-Etienne, Saint Etienne, France. -September, Premio Macef Design, on 6-9 September during Macef Fair, Piazzale Italia (inside the Milan Fair), Milan, Italy. 2001, -May, Coram Design Award 2001, Witte Dame building, Eindhoven, the Netherlands. -April, Salone Internazionale del Mobile- International Furniture Show, Milano, Italy, on 4- 9 April 2001 in conjunction with the Young and Design 2001, Rima Editrice, Milano, Italy. -January, "Design 21" exhibition at the Fashion Museum in Kobe, Kobe, Japan, 25 October 2000 to 23 January 2001. 2000, -August/ October, Biennale Internationale Design Saint-Etienne 2000, Ecole des beaux-arts de Saint-Etienne, Saint Etienne, France. Exhibition at CCCL de Surabaya (French Cultural Centre) Surabaya, Indonesia on August 2000, and Saint Etienne, France on October 2000. -March, Chic Chinois Design21 final stage exhibition at China Nationality Palace, Beijing, People Republic of China, on 2-26 December 1999, and UNESCO House, Paris, France, on 15- 31 March
2000, then permanent collection at the Art Museum of Kobe, Kobe, Japan. 1998, March- April -The Australasian Student Award for Interior Design (UNSW delegate), exhibition at Sydney Convention and Exhibition Centre, Sydney, Australia in conjunction with the Interior Designex 1998. 1992-1993, -Tourism Batik Motif Design Competition and Tourism Photographs Competition, the finalist exhibition at Balai Pemuda, Surabaya, Indonesia. >PUBLICATIONS -2006, -Urban Design in Contemporary Sociery, curatore /a cura di Fabrizio Zanni, CLUP, Milano, Italy, 2006 2005, -Il Mobile Significante- Elemento di Arredo Portatore di Valori e Significati 2004, Italy, www.fondazionealdomorelato.org/ftp/Atti_Giornate_2004.pdf 2004, -Azimuts Hors-Serie, Biennale Internationale Design 2004 catalogue, Saint Etienne, France. 2002, -Azimuts no: 21/22, Revue de Design, Biennale Internationale Design 2002 catalogue, Saint Etienne, France. -1st Premio Macef Design Competition, cataloque, Milan, Italy. 2001, -Young and Design 2001, Gd'A- Il Giornale Dell'Arredamento, Anno 20, Numero 10, October 2001, Rima Editrice, Milan, Italy. -Young and Design 2001, MAC- Materiali Accessori Componenti per I'industria del Mobile, Anno 25 no 10, October 2001, Rima Editrice, Milan, Italy. -Sigradi 2001, Ubiobio.cl, Acquired, Mexico,"Future Museum = Virtual Museum = Contemporary Art?" (CD publication). //zeus.dci.ubiobio.cl/~sigradi/english/papers.htm 2000, Azimuts no: 18-19, Revue de Design, Biennale Internationale Design 2000 catalogue,Saint Etienne, France. 1992, Lomba- pameran foto dan disain motif batik pariwisata Jawa Timur 1992. East Java tourism photo and batik pattern competition and exhibition catalogue, Indonesia.
>PROFESSIONAL memberships 2003-2004, -o2 Global Network-Indonesia Liaison, o2 International Network on Sustainable Design (www.o2.org) 2002, -Art Director Club New York (ADCNY), young professional member. 1997 -Australian Graphic Designer Association (AGDA), student member. >CAREER objectives My passion in art, design and technology keep me exploring and developing continuously a new creative way of design to achieve my goal in the future as a better designer. <End>
2. Gallery 2.1. Beijing 2008 Olympiade Torch Design Competition,Beijing, People Republic of China, the dancing dragon The Dancing Dragon Design concept. The design idea was inspired by the movement and dynamism of the dragon. Imagery: the gilded bronze dragon sculpture with an iron core, relic of the Tang dynasty unearthed at Cao Changpo south of Xian. (Xianlegacies of ancient Chinese civilization, Morning Glory Publishers, Beijing, First edition, 1992). The dragon was used due to its cultural heritage and symbolism background. Dragon is a primitive symbol of the Chinese people. It also symbol of the Emperor in the China's feudal society. Emperor= power, authority, source of inspiration, leader and glory. Someone to follow, trusts, admires and inspire (son of the heaven). Dragon= symbol of power, dynamism, protector, prosperity, authority, the heavenly beast, the most powerful and the only beast that embrace the whole living elements of the universe (land, sea, air and sky)-harmony, imaginary beast that lives in two difference worlds: real- virtual yet to be believed to be a real one. The dancing dragon: inspirational torch that inspired and created from the blend of the Chinese cultural heritage, their people custom, mobility and dynamism yet symbolize the contemporary modern lifestyle design. The torch will be able to portray the Olympic spirit and movement, its mission, their athletes and the passage to glory yet harmonious goal. Its simple design as representation of modern contemporary design (in term of form, material, functionality, ergonomics and its impact toward environment) while at the same times it has the inner beauty (technological advance design, inner beauty of the host country). The dancing dragon can be seen as a passage between pastcurrent and future, old China-modern China in term of culture and people, inviting and welcoming people from all around the world to China and Beijing particularly. In term of colour, during the relay or around the world touch journey, the touch colour is silver to symbolise the journey itself, the process and as invitation. While inside the final stadium in Beijing, the touch colour is gold, to symbolise the end of the long journey, and at the same time as a starting point symbol to the next goal/dream (harmonious glory)
both for the host country as a whole (people and country) and everyone participate in the games. Materials and technique. The enclosure made from cast aluminium- matte and polished finished, while the skeleton made from solid cast aluminium to ensure lightweight and strength, joined with smart join system (mixture of screw join and click on join) for easy recycling after the event finished. The burner made from solid brass, the burner also function as the balancer to the whole torch. The gold torch can be made from aluminium torch with gold plate (18K) as finishes. The fuel system will be used the fuel system-compact gas compartment- as being used during the Sydney 2000 Olympic games for its effectiveness and functionality.
2.2. lava, mobile cafe/shop.
2.3. Hong Kong Design Institute Logo Design Competition HKDI concept 1 Keywords: -chinese seal= cultural identity= cultural heritage -intertwining= networking -hotspot=center point = magnet of interaction -dynamism and formalities. Design concept: The design idea is to create a logo that is able to represent Hong Kong Design Institute in a unique way. Its Chinese cultural heritage, function, image that wants to be built, a position among the existing design institute in the world and identity as Hong Kong Design Institute itself. The logo is about a HKDI networking both that already exists or wants to be built, yet at the same time, to represent HKDI function, representative and vision. It is a meeting blending point between a cultural heritage and at the same time to represent its function and dynamism in the modern contemporary world in term of design.
HKDI concept 2 Keywords; -fluidity = mobility = dynamism -networking, interaction= intertwining -hotspot= center point= base= magnet -water drop= morning dew= re-freshness, rejuvenation= transformation -dynamism and formalities. Design concept: The design idea was inspired from the movement of drop of water/morning dew for its transparency, dynamism, re-freshness, uniqueness and its transformation capability while yet its essence still the same. The logo will be able to represent HKDI function, representation, and its position among the existing design institutes in the world. While at the same time capable to represent and deliver the HKDI vision and mission for the locals and at the same time building a dynamic networking with the design world. The logo represent the real dynamism of the institute, an independent institute while at the same time dependent/interdependent to others to build a bigger network yet be part of it to form better design world (like a water drop is a part of water and water contains of millions of water drop to form the whole).
2.4. cartgo, cart-shelter
Cartgo ©22.02.06 Cartgo= (read) cart to go. Cartgo= trolley+ mobile shelter+ mobile ads/art The design idea was to create a low cost multi function cart/trolley for homeless. It has function as cart or collection trolley during the working day, while it then becomes a mobile shelter/tent during night time. The trolley compartment divided into two parts, the first part-the upper level has function as a collection compartment, while the lower one has function as personal belonging and the tent storage compartment. The cartgo beside as a trolley and mobile shelter for homeless, it can be functioned as mobile advertising cart for the companies that donate the cart. It also can become a mobile visual art for special art event. The tent/shelter is created by the opening of two compartment modules and then the tent support erected- and opened. This tent
support when is not in used stored and functioned as cart puller/fastener. The cart compartment materials are steel wire frame with replaceable waterproof canvas enclosure.
2.5. madame tjhing, chair design Madame Tjhing= fly lightly Thing in Chinese definition (base on its pronunciation)= gold, light (not heavy). The design idea is to create a chair design that light both visually and physically yet functional, comfortable, and elegant (beauty in term of visually and conceptually-inner beauty). Creating sense of flying (float- drift) due to its openness and its clean simple structure. Its design was inspired from the ancient traditional oriental art blend with simplicity of modern contemporary design. Madame Tjhing is a new contemporary design with orient ancient art inner beauty.
2.6. Beijing 2008 Olympic Games Medal Design Competition, Beijing, People Republic of China, the dancing cranes on the China sky, the warm greeting from Beijing, China to the World, General idea for the medal shape. The form was inspired from the ritual disk (Eastern Han). The jade disk symbolism= auspicious jades. The ritual disk jades have distinctive shape and according to the ritual specialist of that day, the jades had been created to symbolise of the heaven, earth and the four cardinal directions, the shape circle symbolised the function of the propelled effect of the natural order. (Son of Heaven, Imperial Arts of China. Robert L.Thorp. Son of Heaven Press, 1988). 1. Title. The dancing cranes on the China sky (lotus bed). Images: Three dancing cranes on the lotus bed, lotus bed to represent the China sky, in term of cultural heritage, diversity and uniqueness. The Beijing 2008 translucent image emblem created on transparent solid acrylic located on the center of the medals. Keywords: -longevity, health, and prosperity -one world, one dream -flying high, flying away - crane= China icon= China inner beauty= Chinese people heart= generosity, friendliness. Design concept. The design idea is to create a unique medal inspired by the Chinese culture and cultural heritage while at the same time it will be able to represent a modern China in term of the Nation and its contemporary lifestyle (mixture of traditional/inspired from traditional craftsmanship and modern design). The cranes were chosen to symbolise the Chinese natural -flora and fauna uniqueness while at the same time to symbolism the vitality, power, prosperity, and longevity that embedded with the image of crane in the Chinese culture. The shape of the dancing cranes also represent the ancient Olympic olive leaves wreathe for the laureates. Yet it also represent ring or networking for the world, for sport, friendship and as an ordinary human being. While the translucent image of the Beijing 2008 seal on the transparent solid acrylic to represent the purity and the generosity of the host country to the all guests while in China and hope they can have the great memory and experience after the game, and willing to come again and again to China because of the unforgettable moment they experienced during the game.
Materials and technique. Gold: 99, 9% silver medal with 24karat gold plated+ transparent solid acrylic. Silver: 99, 9% silver medal + transparent solid acrylic. Bronze: bronze medal+ transparent solid acrylic.
2. Title. The warm greeting from Beijing, China to the World. Images: The lion of the Forbidden City Gate to represent welcoming and warm greet the World to China, while the background is the Forbidden City silhouette to represent Beijing as an imperial cultural heritage city host, together they represent China as cultural splendour country. Keywords: -gift and memorable friendship moment from China to the world. -special occasion gift for special people (laureates) -splendour and lavish imperial cultural heritage -the Beijing and China cultural icon. Design concept. The design idea is to create a medal that on one side stand as a prize to the laureates, while on another site can stand as a unique gift from people of China to the world. It is about the Chinese people culture, which they very proud on and willing to share this splendour cultural heritage to the world. The Chinese Lion and the Forbidden City was chosen to represent the Beijing as host city, as at the same time it has a Chinese cultural uniqueness that be able to represent China as a whole. While the Beijing 2008 seal can be seen as seal for the event Beijing especially will be depicted on the Olympic game history. Together as whole this medal will become a special gift for its cultural value and cultural heritage beside its unique design (blends of art that inspired from the traditional craftsmanship art and contemporary modern design) from China as a Nation to the laureates. Materials and technique. Gold: 99, 9% silver medal with 24karat gold plated. Silver: 99, 9% silver medal Bronze: 99, 9% bronze medal
2.7, eternity, lure, jewellery set design. Eternity Eternity= eternal= infinite time Eternity (u) (formal) time without end, (singular) (informal) a very long time that seems endless (Oxford Advanced Learner's Dictionary, Oxford University Press, 1989). Keywords/design inspiration: banyan. Banyan= banyan-banian (n) indian fig -tree whose branches come down to the ground and take root. The design idea is inspired from the banyan tree root and its philosophy (inner beauty): protector, shelter and inspiration in some Asian society, derived from their ancient cultural heritage that currently still in used and relevant in modern society context. It is also symbolised long and good relationship between old, present and future generation due to its lifespan. Eternity, as it is how I see the connection and correlation between our body with nature, our life with our ancestor, our culture with our cultural heritage, our individual body elements-personality and the whole body and as person as whole as a continuous complex streamline. This is a beauty both physical and its inner beauty that will reveal themselves when it wears. A new accomplished beauty definition that was created from a right blending of minimalism design and deep philosophy (inner beauty).
Lure Lure (v) entice, attract, tempt, seduce, (n) enticement, thing that attracts/invites= tempting thing. (Oxford Advanced Learner's Dictionary, Oxford University Press, 1989). Lure=allure= allurer= al+ luere (Oxford Concise Dictionary of English Etymology). Lure was inspired from how we attracted and connected to the beauty of our nature and how that beauty can be used as a source of attraction. Lure is about our close relationship with our nature, and how nature has inspired us regardless we are aware or unaware in our daily lives or even in our whole lives. The leaves were created to contaminate and then intertwine their beauty with the human body beauty to create seductive beauty to the audiences. Lure is created to attract and seduce other people toward our beauty, simplicity and inner beauty.
2.8. odysseus, spring-summer men's 2007
2.9, priceless, no label, poster.
2.10. the secret garden, pasta design. The secret garden (food design) © 27.04.06. The secret garden= pasta extravaganza= taste, shape, enjoyment= imagination, fantasy, entertainment, inner beauty, mystery= mouth watering on its appearance and irresistible even from the first bites. The design idea is to create a new pasta definition in term of shape and in term of taste (colour and blending taste variety). The design was inspired by the secret garden in our own imagination (a secret garden we want to keep for ourself and occasionally we want to share or show to others because of its uniqueness and its secret behind). In term of taste, it has contemporary favour and appearance as the new pasta has been used various natural essences to create its colourful look. (no colour-original, carrot- orange, lavender- purple, spinach- green and ,blueberry- blue). The secret garden is a new pasta design for our taste-bud enjoyment and pleasure.
2.11. sale, wall graphic art Title: Sale. The design idea is to create an art object that has ambiguous meaning between art and a message to deliver, and at the same time to raise a curiosity or question among the passers-by. What is for sale? Which is for sale? Is that the wall? or something else? beneath? Underneath? Back? or just a simple message. This short message ''sale" will create a mind confliction to the viewers/passers-by while at the same time it will be able to stimulate their imagination and own interpretation for what they see and their understanding of the message. This is the way the artist wants to stimulate and create it's own interaction between the message and the audiences even without they even realised it. Technical description of the project installation. The text painted directed onto the wall using a template. The paint itself is a glow in the dark paint, so the message can entertain the viewers both day and night.
2.12. cuttie- letter opener, li-lo, lili and lolo- salt and pepper container/message holder.
Cuttie Cuttie= letter opener= time to attack. Cuttie is a letter opener that safe to be used by everyone regardless his or her ages. The design idea was inspired by how the shark fin (the function of the fin) will be able to cut something. The old style blade has function as eyes appeal and to emphasis the function of cuttie (self explain). The fin made from two layers of solid eco plastic for easy production and recyclable after no longer in use. Cuttie comes in two versions one with replaceable blade and another one for single use (disposable).
Li-lo Li-lo= lili and lolo= pepper and salt bottle= menu holder= fridge magnetic massage holder. The shape of Aloe leaves inspired the li-lo design. It is fat, fun, simple and has various function and benefit for human being (inner beauty). Li- lo can become a table eyes appeal beside its function. It can be made using ceramic, or plastic. The li-lo comes with magnetic join that has function to li-lo always to stick together (to
avoid lost) while at the same time can become a menu or message holder.
2.13. postcard campaign series for children in poverty.
Slavery Every minute one out ten children in the world becomes a slave because of poverty.
Help children in need for the future generation. Low cost labour Everyday five our ten children in conflict countries become low cost labour because of poverty and war. Help children to grow up, stop war, talk for peace. Orphan Every minutes five out ten children in countries in war become orphans because losing their parent or parents. Help children of the future, stop war, talk for peace. Famine Everyday one out ten children in developing nations become malnutrition or died because of famine. Give chance children to grow up by fighting against poverty and desertification. Sex worker Everyday one out ten children in developing nations become a sex worker because of their parents' poverty. Cut the chain. Save children for the future generation. Homeless Every minute one out ten children in the world become homeless because of war and poverty. Help children in need for saving our future generation. Poverty Everyday one out ten children in developing nations leave their formal education for work because of their parents' poverty. Help to flight against poverty by providing free education for people in need. Stateless Everyday one out ten children are losing their legal status and their future because of war or illegal trafficking. Help children future by creating good opportunity for every nation to be prospered by discovering their nations own potential.
2.14. harem, outdoor furniture. Harem Harem definition: (Arab) haram and harim (that which is) prohibited, (hence) sacred place, sanctuary, women's apartment, wives, women, form from ''harama" prohibit, make unlawful (Concise dictionary of English Etymology, Oxford University Press, 1996, Oxford). Harem= love seat= sacred place for relaxation, love, rejuvenation and seclusion. Harem is an outdoor love seat for one or two person. The design idea is to create a place for relaxation in an outdoor area from morning to dawn, from one season to another seasons. Its design was created to accommodate for any personal preference from public to more private/intimate by using the canopy opening/closure. Material: The seat= injection plastic mould or wood frame with artificial rattan finished. Canopy = stainless steel tube frame + water proof canvas. Estimate cost: Euro 800-1000.
2.15. medusa, atmospheric- phosphoric light. Medusa. Medusa= un-uniform sculptural atmospheric lighting source, selfpower eco-friendly lighting= inspiration, imagination, functional. The design idea was inspired by the circle of the medusa from lava to adult medusa then back to larva again (life circle of obelia)= light as sculpture-light as light- light to create atmosphere- light as sculpture. The design is created by using moulded transparent glass with fiberoptic mesh structure as the light fixture while the light source is created by using phosphoric liquid inside a movable transparent glass fixture that attached on the top of the main light fixture.
2.16. U.F.O, OLED ceiling light U.F.O U.F.O= un (an)-identified flying object (read: an identified flying object). U.F.O= fantasy, imagination, and inviting curiosity. The design idea was inspired by movable (mobile) flying object. The design idea is to create an integrated lighting fixture (fixture and lighting source) that functional and aesthetically sound. While not in use U.F.O has sculptural appealing while in use it creates a unique ambient light source yet it movement (sway) capability due to its lightness and vicinity wind factor will be able to stimulate the viewer imagination (simple unique form- colour mixture- lightly movement), It created by laser cutting on 30x30cm OLED rigid sheet therefore the finished product can be dispatched and stored as a flat lighting unit.
2.17. Design collection 2007- furniture Widianto UTOMO, designer.-Furniture 2006- 2007 © 29.03.06 Bobby Design concept: The design idea is to create an easy chair that follows human body gesture form while seating, in order to accommodate its body comfort. Bobby is a fatty chair that comfortable while being in use and yet has design that stimulates the user imagination or its vicinity curiosity of its minimalist, unique and fun shape. Material: Base: injection polymer mould or composite material for cost, production and recycle consideration. Seater: upholstery form with the same form of the base shape.
Erik/Peter/Pierre Design concept: The design is to create a clean, minimalist, lightweight yet functional chair design. The design is not only aesthetically appealing due to its simple design but also how it can be use functionally and comfortably as a chair. Material: Seater: solid polymer or sandwich structured polymer, plywood, wood, composite material. Legs: solid aluminium tube.
Madame Design concept: The design is to create a feminine, clean, minimalist, lightweight yet functional chair design. The design is not only aesthetically appealing due to its simple design but also how it can be use functionally and comfortably as a chair. Material: Seater: solid polymer or sandwich structured polymer, plywood, wood, composite material. Legs: solid aluminium tube.
Monsieur Design concept: The design is to create a masculine design, clean, minimalist, lightweight yet functional chair design. The design is not only aesthetically appealing due to its simple design but also how it can be use functionally and comfortably as a chair. Material: Seater: solid polymer or sandwich structured polymer, plywood, wood, composite material. Legs: solid aluminium tube.
Olivier Design concept: The design is to create a clean, minimalist, lightweight yet functional easy chair design. The design is not only aesthetically appealing due to its simple design but also how it can be use functionally and comfortably as a chair. Material: Seater: solid polymer or sandwich structured polymer, plywood, wood, composite material. Legs: solid aluminium tube.
Philippe Design concept: The design is to create an easy chair that clean, minimalist, yet functional comfortable relaxation chair design. The design is not only aesthetically appealing due to its simple design but also how it can be use comfortably as an easy chair. Material: Seater: multi layers upholstery foam (leather, fabric). Legs: solid aluminium tube.
2.18. Idea DNA, Portoroz Piran Advertising Ideas ©16.08.06 Dancing with ideas. Title: Idea DNA Keywords: the whole and the parts, intertwining- interconnection, continuous interconnection, intersection, and node. The design idea is how an idea is gathered- constructed and then created to form a design/creation, and how its related with other ideas and how it will then inspired and be able to stimulate a new birth of another idea (s). The idea DNA is about how one idea connected and related with another ideas, its relationship, intersection, and intertwining.
2.19. Blue sky included, Portoroz Piran Advertising Ideas. Palace Portoroz. Title: Blue sky included. Keywords: people, sky, beach, cultural heritage, moment, pleasure and lifestyle. The design idea is to put Portoroz on the map as a new destination city that may have similar quality with Venice or Piran that yet has more space to explore and discover. Comparison will also help Portoroz will be located and better known as a new place for its cultural heritage and for leisure
2.20. Orbit 360 degrees, speaker. Orbit360©11.08.06 Orbit 360 degree=experiencing the world from different perspective. Orbit=(n) path followed by a planet, star, moon, etc. round another body, area of power or influence, scope (oxford advanced learner's dictionary). The design idea is to create a new speaker system that portable yet has incredible sound effects, as it has less vibration obstruction. The orbit 360 can be installed to fulfilled much demanding sound system lovers' ears yet it can satisfy the viewers/listeners eyes too due to its attractive, minimalist and futuristic design. The orbit 360 designed to create a new atmosphere yet be able to hypnotize both body and soul of the audience.
2.21. Fito- Fiat 500 mascot. Fito © 10.08.06 Fito= liberty, discovery, adventurer, independence, looking for the future, optimism, smart, down to earth, Fito=a symbol of Italian dolce vita in today contemporary lifestyle yet be able to visioning the future.
2.22. Candy bar, mobile phone. Candy Bar© 11.08.06 Candy bar= modern lifestyle necessity sweeter (essential)= FIAT 500 companion. Candy bar is multifunction mobile phone, GPRS, pocket camera, and mobile office system. Candy bar besides has very advanced technology also can serve for modern living contemporary lifestyle and essential for FIAT500 lover. The body casing made from aluminium or stainless steel- lightweight, futuristic. While the cover with exchangeable colour depending on the user mood or as lifestyle statement/status made from flexible translucent polymer. Beside as protection cover this flexible cover can function as projection when call or message arrived, therefore the users can see short message enlarged when projected onto the flexible cover surface, as a result Candy bar is not only attractive while not in use but also when in use. The keypads pattern designed after the tire pattern for continuous driving experience/moment. For the charging unit- the candy bar using heat induction power transmission- it inspired from bread toaster system, the candy bar will emerge when the power charging completed.
2.23. The Node, multi function transit point. The Node © 10.08.06 Node= n, knob-like swelling, point on a stem where a leaf or bud grows out (oxford dictionary and thesaurus). Node= point of intersection, knot (oxford English etymology). Node= (physics) point or line in a vibrating body that remain still. Node=(mathematics) point at which a curve crosses itself (oxford advance learner's). The Node= hotspot, meeting- melting point, extension point = 24 hours gallery, café, showroom, exhibition/event space, transit space. The Node= intersection between the city- lifestyle, people- urban hustling and bustling. A meeting point between lifestyle and cult. The design idea is to create a new mobile meeting place for FIAT 500 company- its customers; mobile it means it can be located anywhere due to its light- weight and construction system. Wall and ceiling= transparent double layers polycarbonate sheet. Wall structure (ribs)= carbon fibre hollow structure. Shade (perforated element)= function as shade during the day and as energy source (made from solar cell panels) for the night. Floor= steel, matte-polished with Fiat text engraving. Easy chair=dodo from the same designer.
2.24. the wave, the autumn fusion and, hide and seek, new Corian wall. The Wave © 11.08.06 Wave= (of fixed object) move regularly and loosely too, form of series curves, ridge of water, the sea (oxford advanced learner's dictionary). The design idea is to create a new wall system that is able to invite and stimulate the viewer perception, interpretation and imagination toward the wall depending on their standing point. The wall will become wave look like shape if viewed from particular angle.
The autumn fusion © 12.08.06 The autumn fusion design is inspired from the falling leaves on the ground- its colour, interweaving/intertwining between dry leaves and new falling leaves, its irregularity - uneven patterned. The autumn fusion is about reframing undiscovered beauty, an inner beauty of autumn festive.
Hide and seek © 12.08.06 Hide and seek is a functional second wall system for domestic living. Through its simple minimalist design, hide and seek can become a new wall system in term of interior aesthetic element and yet functional as furniture modular unit. It can provide a right answer for modern living and contemporary lifestyle where the space for living restricted but expected to be able to give maximum comfort and all necessities of modern living.
2.25. AIDS kills, postcard art.
2.26. AIDS kills, AIDS is not brand, visual communication design.
2.27. Design 21 social network logo. Concept keywords: networking, interaction and people.
2.28. Domus Academy "Brand Extension Competition" Domus Academy "Brand Extension Competition", Title: Odysseus, where the world without limit. Index 1. Paper: Odysseus, where the world without limit. 2. Introduction. 2.1. market analysis to the product design 2.2. development and launch 2.3. distribution and organizational 1.Paper: Odysseus, where the world without limit. Title: Odysseus. The unlimited world of urban nomads' lifestyle. 2. Introduction. Odysseus is a new concept company brand that initially has main business in men's (as urban nomad) lifestyle design- fashion and accessories. Odysseus branch is inspired from urban nomads concept. Urban nomads (modern nomads) keywords: mobility, independent, individuality, modern-contemporary living/lifestyle, independent that interdependent (social creature), smart, minimalist/simplicity and flexibility. Odysseus as brand concept keywords: wisdom, power, mobility, inner beauty and authority. Urban nomads concept as base of inspirations: -"Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being". www.archiport.it/utomo.htm -"Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being"- position paper, //webzine.convivionet.net/index.php, http://webzine.convivionetwork.net -"Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being" http://teknokultura.rrp.upr.edu/rev_31_01_05/Teknosphera/utomo/UT OMO%20RES.htm -"Transit Space: nomads mobile place. An urban nomads lifestyle evolution", www.generativeart.com/papersGA2004/b2.htm -Odysseus- Men- Pret a porter- spring summer 2007 (ready wear, t -shirt, bag, shoes, sunglasses), www.widiantoutomo.blogspot.com In its further development Odysseus brand, it will not only design for fashion but also about system and lifestyle of urban nomads (diagram). It shows its main business, line extension, its brand extension and brand stretch.
This paper will be then discuss its brand extension/stretching strategy only, and hopefully it will give an idea how design business in the near future will take shape.
2.1.Market analysis to the product design. In current uncertain world business environment due to war, oil price, market competition, new market opening with low labour -material cost, copyright infringement and more demanding educated clienteles establishing new product/service/market diversification will become a good business solution in order to stay in business, make a profit and grow. New market or service should have good relation with main business strategy and yet be able to create reciprocal benefits and built a better strong brand- maintain existing market penetration, opening new market and create a better market penetration. For Odysseus Inc, as its main business strategy based on urban mobility- lifestyle therefore it has numerous new market possibilities and opportunity to develop, for instance: payment system, insurance, accommodation, transportation, public facilities, gadget, sport equipment, food and beverage, home- living product and even virtual community. As a result Odysseus product brand can be developed into: Odysseus privilege that dealing with its payment system and insurance, Odysseus exchange for related public facilities and exchange, Odysseus lifestyle for gadget related, etc (diagram). New brand stretch will help one product/service recognised from another product/service, vice versa, it will become silent low cost advertising strategy. As one brand product/service will become silent advertiser for another brands and be able to create client's self awareness toward the brand as a whole. This strategy will also encourage and create the client awareness about the status they can gain by using the brand continuously as a loyal clientele. As they may get certain points/rewards/status- as frequent flyer as used by airlines industry- if they keep using their card issued by the company group- Odysseus Privilege to do the transaction with other brands under the same company group. However this business strategy must be followed by good quality of products/services and yet has continuously new creative business strategies to maintain existing market and has capability to built a new market base/penetration. For instance, Odysseus mobility- that covers all transportation system on air, water and land, may be not operated as ordinary transport system. It could be as no frill freight for instance but it will operate from one city to another city where Odysseus's store present only, While on land it will be then connected by another
Odysseus land service to transport the clientele from one shop/facility to another shops/facilities if there are more than one Odysseus shops/facilities on that particular city. As for the transport system will be no frill service or even for free for the member, another Odysseus brand product will be then served for instance Odysseus gourmet. By operating various services and selling various products line, Odysseus can have local favour on their collection that may be available only at that particular shop in that particular city. This could become Odysseus company strategy that not only to build a company wealth but at same time be able to stimulate local economy prosperity by creating new jobs opportunities for the locals or local cultural heritage conservation. There are some good example of companies that do good business and yet building prosperity for the local economy or helping their cultural heritage conservation: Starbucks, Body Shop, Hard Rock Café, Hyatt, Starwood hotels and resorts, etc. Prospective and weakness: Creating a new market always contains risk, however that risks may be part of business excitement yet that business risks still can be eliminated by educating the clienteles for the brand awareness, establishing a better strong brand, and may be establishing a new business partnership with other companies that has expertise in that area as operator partner. Furthermore keeping the company with new creative business ideas and fresh development strategies in order to stay in front runner of the market competition can eliminate those risks. Some example of brand cooperation for opening new market or market penetration: Motorola-Dolce Gabbana, Philips- Alessi, PhilipsCappellini etc. 2.2. Development and launch As mentioned previously, new brand stretch can be done as independently or with partnership with other companies in existing business in order to reduce the business risk yet to have greater market penetration on one shot. Why needs to do partnership? a lure for other companies in existing business to enter into a partnership is a great opportunity to built a better companies network system, that means it will create a better market penetration and creating new market without any or just little fight in order to get the market share. It means they will have low investment cost for the new business launch in term of market penetration test, advertisement, or getting or creating new clienteles base yet the business success can be predicted earlier.
For the new partner companies it also means creating new partnership with not only Odysseus but with all new business partner Odysseus. Some examples of new Odysseus brand stretch: -Odysseus Privilege by Master card, Odysseus Xchange by Starwood hotels and resorts, Odysseus Lifestyle by Apple/Nokia /Philips, Odysseus Mobility by Boeing/P&O/Mercedes Benz, Odysseus Home by Ligne Roset/Ikea, Odysseus Gourmet by Kraft/Moet- Hennesy, Odysseus Adventure by Salomon/Nike, Odysseus Virtual by Microsoft/ Google even for the main business can be done as partnership with other companies: Odysseus Men by Dolce Gabbana/ Swatch/ Bulgari, Odysseus Women by Armani/Dior. The new business partnership is established by selling some of the Odysseus shares to the partner company, therefore the new partner may also produce the products under their companies plan or manage under their management system in term of services. While the design and business strategies will lie on the Odysseus Inc, New partnerships will also mean creating a bigger market research laboratory for the companies that can be used to create better product/services for the group network. In term of launching the new business, it can be done in parallel with the existing product line as the new company also part of the existing company, therefore it will not only reduce the unnecessary advertisement cost yet be able to create a new market from the image they offered. Prospective and weakness: Business prospective from the new partnership is to create a new market and better business penetration. While the partnership weakness is if one of the partner company trying to create a new product/service that competes directly toward the existing product/service under the partnership. 2.3. Distribution and organizational The new product/service line although it has partnership with existing establishing company it should have its own determination toward the management, design, business strategy and selfdetermination of the brand. Therefore Odysseus Inc. management should be able to clearly map out their company business strategy, what kind of market they want to enter, what kind of business strategies, and product line/service they want to have/achieve. Although, the partner company can give their advice/feedback toward the company business strategy, however the Odysseus Inc. management should be able to make their own final decision that acceptable for the Odysseus Inc, business partner and have good impact on the business.
For the organizational, the partnership business could contain 50%50% share portion, however in order to create good wealth business one partnership needs to walk on the same shoes, this way the Odysseus Inc should be able to play as both good team player and team leader in order to ensure the business partnership can work effectively and can build a great wealth for both companies for the long run. Furthermore, success with the Odysseus partnership business will also mean success for the partner company own business due to silent advertisement strategy and market share penetration creation.
2.29. the shadow, public art. The shadow © 21.11.06
Shadow= n. shade, patch of this where a body blocks light rays, person inseparable companion, slight trace, follow and watch secretly, v. follow (the oxford dictionary and thesaurus). The design idea is how we see our own shadow, what kind of shadow we may see from our own different perspectives as a human being. As even we born as normal human being as other unfortunately we may still have distinct differences with others due to poverty, educational background, war, etc. Therefore the shadow is an interpretation of human being in normal life standard (the standing human figure) while its shadows represent human being in poverty or desperate people in need due to war or people living in natural disaster region. The shadow will encourage people to re-think the essence of human life and open their mind as a social being toward their less fortunate surrounding/vicinity, hopefully the shadow will become self awareness toward a better sustainable world/community/culture. The shadow is a portable public art sculpture. It made from laser cut stainless steel sheet, with UV protection paint. Budget: Euro 6000 for stainless steel sheet, labour cost for laser cutting and assembling the elements and transportation from workshop to the location. Dimension: human life size standard.
2.30. the monster, 3D puzzle toys. The Monster© 21.11.06 The Monster: My little (secret) monster. Monster= n. imaginary creature, mutant, misshapen animal or plant (the oxford dictionary and thesaurus). The design idea is to create an educational- imaginational toy for children (3 years old and up). The idea is to create a toy that is able to stimulate children fantasy and creativity and how she/he can interpret that fantasy into a new creature creation, that calls monster, this could be their little secret monster, as the person who knows what is that creature only the creator, therefore it also encourage the children to express their idea to others in order people can understand what it is. It is no rule, no guide, no right or wrong toy system, it is a puzzle that not to be played according to the creator mind, but it is a new toy that the end user is the creator. The monster can be made from wood-recycled wood, solid recycled plastic with various finishes. The monster is a new toy for children and an imaginary object for life.
2.31. the seal of love, pendant. The seal of love© 21.11.06 Seal= n its impression, action etc. serving to confirm or guarantee something (the oxford dictionary and thesaurus). The seal of love is a transparent pendant made from glass to express heart purity to define love definition.
2.32, the sea of love, glass. The sea of love© 21.11.06 The sea of love is functional glass for daily use. It become the sea of love after the glass pour with water/any drinking liquid, so we can see blurry the heart on the bottom of the glass, at the same time it can have parallax effect when the heart viewing from different angles (parallax=n. apparent difference in an object's position when viewed from different points- the oxford dictionary and thesaurus). The way the heart located and how it may be interpreted can give an inner beauty definition to the viewer or to the user.
2.33. the shadow of love, candle holder. The shadow of love©21.11.06 Shadow: n. shade, (the oxford dictionary and thesaurus). The shadow of love is candle holder/fixture. The candle will become light projector of the transparent glass fixture decoration onto its nearest object/wall. The fascination/imagination will begin from the newly lit candle to almost done candle, as it will create different atmospheres and shadow to the nearby object. It will create proportional heart projection when the light has same high as the decoration.
2.34. ego, city smart car. EGO© 21.11.06 Ego=n. self, self esteem (the oxford dictionary and thesaurus). Ego= conscious thinking subject (oxford dictionary of English etymology) Ego= n. individual's perception or experience of himself especially in relation to other people or to the outside world, part of the mind that can think, feel and act (oxford advanced learner's dictionary). Ego= please innovate= pleasurable to drive, lively, accessible, simple and ecological. Ego= be yourself= independent, self-manage/power= be your style/identity. The design idea is inspired to create a new compact smart city car that understands to the user lifestyle and need yet it can be used by anyone regardless their driving knowledge or experience thank to its computerised intelligent driving experience. The transparent enclosure can have different colour effect according to the user mood, occasion, season or lifestyle (generated from underneath integrated LED lighting system). The Ego, The main body made from carbon fibre and aluminium structure for lightness and strength. The car power source generated from hybrid power system: solar cell and electrical. Power energy source is storage on battery that integrated seamlessly with the car body (located underfloor). The transparent enclosure beside function as car roof also has function as the solar cell panel- it has transparent solar cell panel integrated with the shell look like enclosure. The car body also has function as air filter to maintain the air quality inside the car while driving. Ego hopefully can become a new lifestyle definition- mobility in style- yet ergonomically and ecologically sound. As its flexibility it can be used as rent and go mobility system, the user does not need to have personal car instead can share with others through rental as you wish system. (Rent and Go concept from "Urban Nomads: a lifestyle transformation from passive to fully mobile integrated being", www.archiport.it/utomo.htm).
2.35. the bund, breakfast ceramics set. The bund© 21.11.06 Bund= n. South Asia embankment= an embankment or dike that surrounds rice field or reservoir and acts as a breakwater to prevent flooding. Bund concept keywords: new- old, traditional- modernity, cultural heritage- lifestyle, complexity- simplicity, man made- nature, container- essence, food- taste, fulfilment-enjoyment, inner beautyingenuity. The bund is inspired from the idea of bund, its container concept and its function. The bund can represent as transitional linkage between container (food as fulfilment) and its essence (taste as satisfaction) yet serving as morning ritual of long tradition of Asian cuisine enjoyment. The bund is integrated china bowl for breakfast; it has the bowl, side dish container, cup for tea or coffee and chopsticks/spoon holder for Asian style breakfast/meal. The bowl can be tilted to finish the whole food juice (essence). It has certain Asian cultural heritage inspiration- maintaining the morning ritual breakfast yet has modern lifestyle simplicity from its simple integrated design.
2.36. heat issues, eco- campaign. Recycle, Recycle for sustainable energy source. The design idea is to inspire others how our daily waste can become an affordable sustainable energy source that will bring benefit to our lives and to the earth. Our waste= our sustainable lives= our future.
Quality of life The design idea is to challenge and provoke people way of thinking of what kind of life they want and expected, as in fact the quality of life will depend on how people themselves behave toward their lifestyle.
Recycled Water Our water= our future The design idea is to challenge our awareness toward the value of water in our lives. To understand, appreciate and preserve water value in current our daily lives for the future generation.
Clean Water Clean water sold here, a common sign of the future. Will be water on the market as value of gold? The design idea is to challenge our awareness toward the value of water in our lives. To understand, appreciate and preserve water value in current our daily lives for the future generation.
2.37. Sketches
© 2006, 2007, Widianto UTOMO, designer.